EXPLORING SPILLOVER EFFECTS OF BRAND TRANSGRESSIONS: IMPACT OF BRAND FAILURES ON BRAND PORTFOLIO

Manpreet Singh Mokha, Kunal Suraiya and Krishanu Rakshit
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Manpreet Singh Mokha: Indian Institute of Management, Calcutta
Kunal Suraiya: Indian Institute of Management, Calcutta
Krishanu Rakshit: Indian Institute of Management, Calcutta

in ABEM Conference Proceedings from Academy of Business and Emerging Markets (ABEM), Canada, currently edited by Satyendra Singh

Abstract: Prior research has extensively explored the impact of brand transgressions and the impact it has on the brand as well as the potential impact of brand extensions. However, little research exists on the impact of the failure of a single product on the consumer perception towards the overall brand or, other products under the same brand. This research attempts to explore the impact of brand transgressions and product failures on consumers‟ decision making for purchasing an offering, which is not considered to be mainstay of the brand. Moreover, we find that the effect is impacted by the actions that are taken by the brand to differentiate the new product from the product that was plagued with the failure.

Keywords: SPILLOVER; BRAND; TRANSGRESSIONS; FAILURES; PORTFOLIO (search for similar items in EconPapers)
Date: 2018
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Persistent link: https://EconPapers.repec.org/RePEc:ris:abemcp:023398

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